For consumer brands operating at scale, distribution visibility is a
necessity. Yet, many companies struggle with a lack of real-time
insights into their secondary sales and inventory, making it
difficult to optimize supply chains.
Hindustan Coca-Cola Beverages faced these very challenges, and
needed a customized solution that could provide end-to-end
visibility without disrupting existing operations.
Leading the implementation of DMS Lite for HCCB was one of the most
fulfilling projects of our career—a project that transformed their
distribution visibility and operations.
Let us take you through the journey of how we tackled this challenge
and delivered measurable results.
The Challenge
HCCB approached us with an urgent need to enhance operational
efficiency. While their existing technology offered visibility into
primary sales, it lacked crucial insights into secondary sales and
inventory management.
Key issues that called for a smarter solution:
1. Lack of Visibility in Secondary Sales
While their technology provided insights into primary sales, there
was a major blind spot in secondary sales and inventory. They had no
clear visibility on:
- What their 2,000 secondary distributors were selling.
- Inventory levels at the distributor level.
- How promotions were applied at the retailer level.
2. Operational Hurdles in Rural Markets
Distributors in rural areas struggled with:
- Low turnover rates.
- Minimal infrastructure.
- Limited technical capabilities, making conventional DMS adoption difficult.
3. Reliance on Manual Processes
Many of their existing workflows depended on paper-based invoicing
and inventory management, leading to:
- Inefficiencies.
- Data inaccuracies.
- Slower order processing.
Adding to the complexity, we had to ensure that introducing DMS Lite
to over 570 distributors would not disrupt operations for the 5,000
primary distributors already using their main DMS platform.
We knew this would be a demanding project, but it was an opportunity
to deliver real value to the client.
The Solution
After analyzing the situation, we decided to take a future-proof
approach and create a solution for HCCB that not only solved its
immediate problems but was also in line with the changing needs of
rural markets.
So here’s how we approached the implementation of DMS Lite for HCCB:
1: The Discovery Phase
We started by conducting a detailed analysis of their current operations. The key pain point was the lack of visibility into secondary sales and distributor inventory. On top of that, HCCB’s reliance on manual paperwork for invoicing and stock tracking highlighted inefficiencies that needed immediate attention.
Collaborating closely with the client, we mapped out their requirements, which included:
This phase was crucial in setting a clear direction for the solution.
2: The Implementation Phase
We rolled out DMS Lite in a phased manner to ensure minimal disruption. The key elements included:
Regular feedback loops during UAT and pilot phases ensured that any issues were resolved swiftly.
3: The Magic Moments
This project was marked by several rewarding moments that showcased the impact of our work. In May 2023, we successfully went live with over 570 distributors, achieving zero issues post-launch. The distributors reported a significant improvement in their day-to-day operations, with real-time tracking and seamless workflows. As of January, 2025, the number has increased to 690.
HCCB gained complete visibility into market activities, enabling informed decision-making across regions previously lacking infrastructure.
Hearing from the client how the system enhanced their operational
visibility and efficiency was incredibly gratifying.- Niketan Pandya
4: Impact and Learning
Through this project we as a team gained a deeper understanding of the complexities of large-scale distribution networks and how tailored solutions can create significant business impact.
One of the key takeaways for us was the importance of phased rollouts and proactive issue resolution. Addressing even minor concerns immediately helped us maintain client trust and ensure a smooth transition.
